They are in the front row at every Fashion Week, rubbing shoulders with the people in the front row of the fashion shows. In just a few years, influencers have become essential players in the world of fashion, which continues to court them. Because it is now on social networks, TikTok and Instagram in the lead, that the latest trends are made and undone with hashtags and viral videos. Since Monday, influencers and content creators from around the world have all converged on Paris where fashion week is being held until October 3.
For the occasion, TikTok rolled out the red carpet for around ten of its star creators, inviting them to share behind the scenes of the event with their millions of subscribers. Among them we find the couple Whoismero, alias Merwan and Alice, whose account is approaching 800,000 subscribers.
In their videos, viewed millions of times, these two young 27-year-olds from Rennes combine outfits in symbiosis with a simple snap of their fingers. Often daring outfits that mix neutral tones with more eccentric pieces. “We like to play with shapes and colors to offer something harmonious and entertaining,” says Alice.
“Each video requires a lot of work”
It was on the benches of their economics and management school that the two lovebirds, always passionate about clothes, met six years ago. They then take part in their first photo shoots as a couple before quickly launching into videos. “We really started creating content on the networks during Covid,” recalls Merwan. And the enthusiasm quickly picks up, with Internet users praising the creativity of their productions, very clever and sometimes punctuated with visual effects. “We do everything ourselves and each video requires a lot of work,” explains Merwan. We first think about a concept before starting filming, which can last several hours, as can editing. »
A job that now occupies them full time, at the rate of three videos posted on average each week. “It really wasn’t the idea to make a career out of it,” assures Alice. Having become influential, the couple now collaborates with major fashion brands through paid partnerships. “But we also highlight smaller brands, favorite brands whose values we share,” says Merwan.
Content creators, the two Rennes tiktokers are also preparing to become fashion designers with the launch of their own unisex streetwear brand planned for next year. “We have visibility so that can help to get started,” smiles Merwan.